COVID-19 Changed Department Store Spring Sales... Focus on 'Distributed Shopping'

Hyundai Department Store, Spring Regular Sale Starting April 3

[Asia Economy Reporter Cha Min-young] Hyundai Department Store is changing its spring sale 'marketing formula' in response to the prolonged COVID-19 pandemic.

Hyundai Department Store announced on the 29th that it will hold a 'Spring Regular Sale' for 17 days from the 3rd to the 19th of next month at 15 stores nationwide, including the Apgujeong Main Store.

The core strategy of this spring regular sale is customer dispersion. Instead of crowd-attracting marketing that gathers customers through large discount events or promotions to practice social distancing, they decided to encourage 'distributed shopping' by giving shopping coupons that customers can use whenever they want.

To this end, during the regular sale period, Hyundai Department Store will ▲give 'Plus Points (30,000 points)' to 7.7 million members of the group integrated membership H Point ▲issue '10% discount coupons for new clothing items' to 3 million customers ▲offer 6-month interest-free installment plans (for purchases over 500,000 KRW) ▲minimize the operation of gift desks and activate the 'Joo·Money' service, which allows immediate point accumulation of gift certificates at stores.

Due to accumulated inventory, brand discount events will also be held. The Apgujeong Main Store will hold the 'Overseas Fashion Off-Season Sale' from the 3rd to the 5th of next month, featuring six brands including Emporio Armani, Missoni, and Brunello Cucinelli. About 3,000 items of winter outerwear such as padding and coats, as well as off-season spring and summer products, will be offered at prices up to 60% lower than the original selling price. The Mokdong Store will hold a 'Nike Sale' from the 13th to the 19th of next month, offering discounts up to 60% off the original price, and the Cheonho Store (April 6-9) and Sinchon Store (April 10-12) will sequentially hold 'Outdoor Sales.'

Lee Hyuk, Executive Director of Sales Strategy at Hyundai Department Store, said, “The feature of this spring regular sale is that instead of the department store leading discount events or promotions, customers can receive discount benefits whenever they want.” He added, “By avoiding marketing that causes customers to gather during specific periods, we expect to achieve both ‘safety’ and ‘consumption revitalization.’”

This content was produced with the assistance of AI translation services.